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Strategic Pricing

  • Price with Confidence

    Approach pricing as a strategic asset by implementing intelligent pricing policies and creative thinking. Develop a framework that relies upon “smart pricing” for managers to integrate different tools, ideas, and techniques to create value. With a special emphasis on B2B markets, the class brings together analytical insights to generate a “toolkit” used to answer important questions.


Pricing is the crucial driver of revenue and profitability. Everything in marketing ultimately boils down to price. Yet most firms lack confidence in their pricing, taking the pricing status quo as “given.” Approach pricing as a strategic asset by implementing a combination of intelligent pricing policies and creative thinking.


  • Apply pricing tools to understand demand sensitivity and competitive reactions
  • Create value through price customization using segmentation and targeting
  • Recognize when to use pricing formats like non-linear pricing, promotions, bundling and versioning
  • Create value and manage capacity using dynamic pricing
  • Discuss the impact of behavioral biases on pricing
  • Develop and apply technological tools in an organization-wide system for smart pricing
  • Avoid common pricing mistakes
  • Price with confidence
  • Answer important questions including how to customize prices, get the most out of price negotiations, and develop the right response to a price war.

Enrollment Options

  • Individual Enrollment

    Enroll in this course as an individual.
  • Group and Custom Enrollment

    Enroll as a team, or customize this program for your organization.


There are no sessions scheduled at this time. For more information about the next class date, please contact us at or 512-471-5893.


The following topics will be covered in this course:


  • Smart Pricing Framework
  • B2B Markets
  • Price Negotiations
  • Developing a Response to a Price War
Engaging Learning Atmosphere
Texas Executive Education created an environment surrounding the program that was welcoming and engaging. We were encouraged to interact with other attendees and professors, both in and out of the classroom. This allowed us to learn and discuss not only the subject material at a face value, but also discuss how to apply it in the real world.

Who Should Attend?

This course is appropriate for a variety of professionals across verticals. Whether you work for a global corporation or a small business, we can help. Participants typically are:


  • Executives and high-level managers
  • Leaders of a division or group within an organization
  • Individuals who seek deeper understanding of strategic concepts


Companies frequently send pairs of individuals, and small teams to this program, as they try to launch and lead new initiatives within their organization. Please contact us if you are interested in sending three or more participants to this program.


There are no prerequisites for this course.

Participants earn 1.4 CEUs and/or 14 CPEs for this course. A certificate of completion will be presented from Texas Executive Education.


  • Ben Bentzin
    Ben Bentzin Headshot
    Ben Bentzin

    Lecturer, Department of Marketing

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  • Raghunath Rao
    Raghunath Rao Headshot
    Raghunath Rao

    Associate Professor, Marketing

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Demonstrate Your Expertise with a Certificate

  • Reimbursement Options

    Learn more about course credits and options for course reimbursement. Get tips on the best way to approach your manager and download a customizable template to facilitate making the ask.
  • Course Location

    In person courses take place at the AT&T Executive Education and Conference Center and adjoining Rowling Hall on the UT campus in Austin. These world-class facilities provide a comfortable and convenient learning environment, with direct access to the 40 acres of campus and within walking distance of downtown Austin. Live online and on-demand course options are available for many courses.

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